Zola is an e-commerce platform that features a mix of traditional wedding gifts (like blenders, cookware, and fancy linens) along with more eclectic offerings like bicycles, art work, and hygrometers. It also features “experiences,” like a farmers market subscription or interior design consultation. Couples may also use it for contributions for a honeymoon or cash fund.

The basic idea is to fill a registry with stuff a couple may actually want and use, rather than six blenders, four sets of crystal stemware, and ambiguous grilling gadgets.

“Today’s engaged couples are passionate about many things – food and wine, design, world travel, outdoor activities, and more,” said Ma, Zola’s CEO, in a statement. “Yet wedding registries often lack modern offerings to meet their unique needs.”

If this amount of time, effort, and money is going to be spent outfitting a couple for the nuptial life, the retail experience for the betrothed and their guests might as well be streamlined.

Other sites like TheKnot, MyRegistry, NewlyWIsh, and RegistryLove have tools for pulling items from around the Web into one consolidated registry.

Zola’s platform also puts a strong emphasis on clean design and ease-of-use. It offers Starter Collections, which include popular items based on specific preferences, as well as featured registries. Couples create unique URLs and can personalize their registries with photos, stores, and anecdotes.

Gifts can also be marked for group gifting, where friends can basically crowdfund more expensive items, and Zola notifies the couple when each item has been purchased. The system tracks and organizes all of the transactions so couples can make sure they get all the goodies. And write thank you notes.

Zola’s cofounders have extensive experienced in high-end e-commerce through their experience at Gilt Groupe. After getting invited to, buying gifts for, and attending a large number of weddings, they saw an opportunity to capitalize on the rampant consumerism surrounding them. Zola takes a curated approach to wedding registries and provides useful tools for keeping track of the loot.

Its inventory currently has about 1,000 products, and couples can add items from external websites into their collections by pasting a link to those products.

Of course the average age when people get married is going up, and many of these couples are already co-habitating. They’ve started their life together, pre-wedding, and don’t need to rely on friends and family to furnish their home.

But fundamentally weddings are parties, gift-giving is a tradition that people like., so it might as well not suck so much.

Zola is based in New York City, where the average wedding costs $65,824.